See Now Buy Now: Challenges and Opportunities in Developing New Sustainable Fashion Products from the Luxury Market in the Age of Social Media

Helen Tatiana Takamitsu, José Alcides Gobbo Junior

Abstract

Digital Transformation and social media have influenced retail advertising and created new forms of commerce, consumers are constantly accessing Facebook, Instagram and Twitter as well as various applications to make immediate product purchase decisions. In this market scenario where consumer interaction and immediacy became important items to be considered by fashion brands, the "See Now Buy Now" (SNBN) business model emerges as a response to this new market. This change, where the product is available for sale right after the runway show and collections launch, causes alterations in supply chain planning and the whole process of new product development, requiring a more flexible and adapted NPD (new product development) with new processes and timelines. Thus, this article aims to propose a holistic, hypothetical and sustainable NPD model based on the Agile Stage-Gate theory, within the SNBN theme, with the interaction of the lead user as the process development metric.

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